What is Digital Marketing

What is digital marketing?

Digital marketing - Baidu Encyclopedia refers to the process in which an enterprise uses digital media and tools to interact with its target group and promote its brand or product information to them, thereby stimulating the target group's interest in purchasing and converting their interest in purchasing into sales for the enterprise. The target group is the origin of digital marketing, the more you know about the target group, the more you can deliver accurate information and improve marketing efficiency. Here based on the different objects, the marketing model can be coarsely subdivided into: mass marketing, precision marketing and one-to-one marketing.

Why should enterprises do digital marketing?

1. The essence of digital marketing is still marketing in a certain sense, as long as there is an imbalance between the supply of goods and demand, as long as there is a market economy and market competition, there is a need for marketing. But marketing must be with the changes in the market environment, especially with the changes in technical means and the need to keep abreast of the times, and which digitalization is only a means.

For example, with the development of the Internet, digital media is becoming more and more the main position of enterprise marketing, advertising forms are also more and more diverse, from the traditional web page Banner ads, dynamic advertising, programmed advertising, to social media accounts and other different forms of push. So much so that the digital marketing of enterprises ultimately aims at marketing conversion and marketing performance, and combines with omni-channel retail, mobile/IoT, digital stores, etc. to form a closed loop of omni-channel marketing.

2. The development of the Internet has changed the communication pattern of the Internet's two-way, decentralized, all interconnected features changed the communication pattern, resulting in the inversion of the information mismatch between enterprises and consumers into a model. For example, in the past, enterprises occupied the top of the information, consumers can only through advertising to understand what this product? What are the characteristics of this product? With the Internet, the information asymmetry don't a lot of weakening, consumers can be able to get products from a variety of channels quickly (free) evaluation of all parties, so the enterprise and consumer information asymmetry pattern reversed, the enterprise becomes a disadvantaged party, the decision-making power firmly in the hands of consumers. Today's young people are the digital generation, they were born with access to cell phones and other mobile terminals, always maintaining a digital connection, constantly socializing. And businesses that want to better reach this group of target users need to make some changes along with them.

How to do digital marketing

Traditional marketing management process is creative, event-driven, budget constraints, from planning to execution, data analysis to form a closed loop. And digital marketing first need to digitize the enterprise's products and services; secondly, digital penetration into each step of consumer decision-making, such as the purchase decision process (know the brand, consider purchasing the brand, complete the purchase behavior, and share the experience of the purchased product); and finally, the reality of the entire platform of digitalization, that is, as far as possible, so that the product is displayed on various digital platforms. The basic approach taken is to adopt an agile way of working, with marketing strategy as the starting point, user experience at the core, and data analytics as the driving force for continuous iteration.